At the start of the year, we wrote about “14 Content Marketing Must-Dos for 2014.” Now, we wanted to revisit these imperatives and take a pulse on marketers’ performance — are these key areas being sufficiently addressed by marketers? Have some must-dos already become table stakes, while others have been slower to become a priority? After the session, you’ll understand: • How forward-thinking marketers are embracing new practices • How their goals and tactics may have changed as a result • Which areas have seen notable improvements so far • Which areas may present unaddressed opportunities We hope you’re inspired to take a constructive look at your progress and assess any key areas of opportunity to keep in focus for the remainder of 2014.

1. Content Marketing
Trends of 2014:
What’s changed since January,
and where are we headed next?

2. Emily Friedman
Research Consultant
LinkedIn

3. Content Marketing 2014 Trend #1:
Proving the Value of Content

4. % of B2B Content Marketers who consider themselves
36%
effective at content marketing
42%
2013 2014
% of B2B Content Marketers 80%
who cite lead generation as a
goal of content marketing Among the least
effective marketers
Among the most
effective marketers
64% Vs.
Source: Content Marketing Institute

5. Content Marketing 2014 Trend #2:
Tapping into the Power of Story

6. • +50% increase in time
spent on site overall
• +20% increase in time
spent on pages of site
Source: 3MDIY, Mashable

7. Content Marketing 2014 Trend #3:
Integrating Lead Gen Efforts with
Content Marketing Campaigns

8. agree that it’s important to see all marketing data in 89% a single dashboard
66% would consume more marketing data if they could see it all in one place
Despite this, only
19% can actually see all of their marketing data in one dashboard
Source: Domo

9. Content Marketing 2014 Trend #4:
Recognizing that Small is
Beautiful

10. In every minute of the day…
3,472 Images pinned on Pinterest
8,333 Videos shared on Vine
216K Photos posted on Instagram

11. Source: @GeneralElectric (via Ignite Social Media)

12. Content Marketing 2014 Trend #5:
The Personalization of Content

13. 22%
are using personalization
and/or dynamic content
so far in 2014*
33%
cite personalization as the
most important focus of
their marketing moving
forward**
Sources: Ifbyphone, Adobe

14. Content Marketing 2014 Trend #6:
Acting on Insights with
Real-time Content

15. Content Marketing 2014 Trend #7:
Customer-Centric is the New
Social-Centric

17. Content Marketing 2014 Trend #8:
Empowering Employees to
Contribute Content

18. Source: SocialChorus

19. Content Marketing 2014 Trend #9:
Embracing Entertaining Content

20. Content Marketing 2014 Trend #10:
Personalizing Event Marketing &
Accurately Measuring Success

21. of marketers currently use CRM solutions that can track
in-person interactions 52%
of marketers will invest in CRM solutions that can track
in-person interactions in 2014 30%
Source: ifbyphone

22. Content Marketing 2014 Trend #11:
Becoming a Social Business

24. Content Marketing 2014 Trend #12:
Compelling Your Customers to
Spread the Word

25. 30%
of consumers
share content from companies
on social media monthly+
92%
of consumers
trust brand advocates
Source: Forrester

26. Source: Ipsos (via Mashable)

27. Content Marketing 2014 Trend #13:
Rising Importance of Video in an
Increasingly Mobile World

29. Content Marketing 2014 Trend #14:
Understanding the Role of
Influence

32. RECAP: 14 Content Marketing Must-Dos for 2014
1. Prove the value of content
2. Tap into the power of story
3
3. Integrate lead gen & CM campaigns
4
4. Recognize that small is beautiful
5
5. Personalization of content
6
6. Act on insights w/ real-time content
7. Customer-centric = new social-centric
8. Employees to contribute content
9. Embrace entertaining content
10. Personalize/measure event marketing
11. Become a social business
12
12. Compel customers to spread the word
13
13. Importance of video in a mobile world
14. Understand the role of influence
1
2
7
8
9
10
11
14

33. For more on content marketing trends,
visit lnkd.in/cmtrends

34. Share your own
Content Marketing Trends
and observations with us:
Revisit the original
2014 Content Marketing
Trends eBook:
On LinkedIn:
Marketing Innovation with
LinkedIn Group
On Twitter:
@LinkedInMktg #CMTrends2014

35. Sources:
1. http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf
2. http://public.ifbyphone.com/landingpage/marketing-measurement-survey-2014/
3 http://mashable.com/2014/05/21/3m-post-it-marketing-strategy/
4. http://www.domo.com/learn/2013-data-driven-marketing-survey-report
5. http://mashable.com/2014/04/23/data-online-every-minute/
6. http://mashable.com/2014/04/09/millennials-user-generated-media/
7. http://www.marketingcharts.com/wp/online/personalization-tops-big-data-social-as-us-marketers-most-important-future-area-
41681/
8. DNN/Lawless Research/SSI study, May 2014, via eMarketer
9. http://www.forrester.com/Big+Datas+Big+Meaning+For+Marketing/fulltext/-/E-RES114782#endnote13
10. http://www.marketingprofs.com/chirp/2014/24740/unleash-the-superpowers-of-employee-advocates-infographic
11. http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-060514
12. http://public.ifbyphone.com/landingpage/marketing-measurement-survey-2014/
13. http://www.momentumww.com/blog/2013/12/18/research-ranks-live-experience-as-lead-driver-of-brand-recommendation-conversation
14. http://www.marketingcharts.com/wp/online/audience-targeting-budgets-to-rise-3rd-party-online-data-preferred-42381/
15. http://www.forrester.com/Build+Your+Content+Brand+By+Delivering+Customer+Value/fulltext/-/E-RES109182#endnote7
16. http://www.convinceandconvert.com/content-marketing/social-media-influencers-versus-brand-advocates-infographic/
17. Association of National Advertisers/Forrester Consulting study, May 2014, via eMarketer .
18. http://www.marketingcharts.com/wp/online/global-b2b-marketers-rate-their-most-effective-social-media-post-types-42341/
attachment/b2bmarketing-net-most-effective-social-post-types-may2014/